VW building $125M flagship dealer complex on Manhattan's west side
Rendering of new VW/Audi complex in Manhattan – Click above to view in high-res
Volkswagen is building swanky new digs on New York City's west side for its VW and Audi brands. The automaker has purchased a 256,000 square foot space currently occupied by Potamkin GM (the Potamkin family has been synonymous with car sales in NY for decades), which stretches between 55th and 56th Street along 11th Avenue.
Visually unimpressive in its current state, the space will be converted into a state-of-the-art mega facility featuring brand-new Volkswagen and Audi stores. VW's total outlay for the real estate purchase and ensuing renovation will be around $125 million. The splashy move is part of the automaker's push to dramatically increase its U.S. sales numbers over the next several years. Potamkin GM will relocate a few blocks south to the space once occupied by Potamkin Honda (the family has sold its Honda franchise to another dealer group). Official press release after the jump.
[Source: Volkswagen]
PRESS RELEASE:
Volkswagen Group of America Invests $125 Million for New Dealer Storefronts in New York City
Flagship Audi and Volkswagen dealerships reinforce commitment to U.S. market
Herndon, Va. (Nov. 12, 2009) – Volkswagen Group of America, Inc. announced today that it is investing in flagship Audi and Volkswagen dealerships in New York City, as part of its strategic plan to grow business in the U.S. market. The $125 million deal is for the 265,000 square-foot building formerly housing Potamkin General Motors. The building is strategically sited in the highest traffic area of 11th Ave., making it a convenient location for Volkswagen and Audi customers.
"As Volkswagen and Audi move forward on our aggressive plan to increase sales in the U.S., there is no better place to demonstrate our commitment than in Manhattan – a town synonymous for bold actions and big thinking," Stefan Jacoby, president and CEO, Volkswagen Group of America. "New York has always been a leading market for the Volkswagen and Audi brands, and these new store fronts will serve to strengthen our business even more. We are proud to be investing in the New York economy, excited to showcase our brands and look forward to seeing more Volkswagens and Audis on the streets of New York."
The new dealerships will showcase Volkswagen and Audi's new showroom concepts, known respectively as "white frame" and "terminal." The dealerships will be part of one of the largest and most prestigious dealers in the area, the Open Road Auto Group. The Group will target to begin selling vehicles in early 2010. Full renovations for the Volkswagen dealership are expected to be complete in the spring. The Audi transition will take place at the end of 2011.
About Volkswagen Group of America, Inc.
Volkswagen Group of America, Inc. is a wholly-owned subsidiary of Volkswagen AG, the world's third largest automaker and the largest carmaker in Europe. It houses the U.S. operations of a worldwide family of distinguished and exciting brands including Audi, Bentley, Bugatti, Lamborghini and Volkswagen, as well as VW Credit, Inc. Founded in 1955, the company's headquarters are in Herndon, Va.
Volkswagen Group of America brings to the U.S. vehicles that marry the science of engineering and the art of styling, with the goal of offering attractive, safe, and environmentally sound automobiles that are competitive and set world standards in their respective classes.
The company has approximately 2,500 employees in the United States and sells its vehicles through an 800-strong dealer network. With increasing popularity for its brands in the U.S., the company has set the goal of reaching one million car sales in the country by 2018.
For more information, please visit www.volkswagengroupamerica.com.
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Reader Comments (Page 1 of 2)
Chubaka 6:15PM (11/13/2009)
Very cool and all, but that's quite a hefty investment. It would be very smart for VAG to incorporate some environmentally friendly materials in the construction process, as well as including energy saving/storing devices such as efficient lights, water collecting apparatus on the rooftops, and solar panels. In fact, at least for the Audi building, they could style parts of the building to reflect their current design language, maybe some creative use of LEDs, not just for decoration but also lighting purposes.
I remember I saw a very unique Audi building in Japan. I believe it was in Harajuku; a tall black building with an irregular curves running up the side, like an obsidian obelisk. Inside I saw 3 R8's parked in a row. It was beautiful.
If VAG does it right, they could showcase more than just cars.
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Chubaka 6:50PM (11/13/2009)
I know it's just a rendering, but material used in the structure of the Audi building reminds me of that glass-concrete hybrid that's translucent. I have no idea how much it costs to use, but it could potentially help save some energy during daylight hours as some of the sunlight may be able to penetrate the concrete. Fortunately it's opaque enough that you can't really make out anything behind the walls, just shapes and silhouettes.
Jesse 11:18AM (11/14/2009)
Rough rendering. (Seriously, we got past one-point perspective drawing in the Renaissance.) Would be interesting to see the block in its current state for comparison.
This kind of landmark calls for the involvement of a Tadau Ando or Herzog and deMeuron caliber architect.
Vetmstr 6:34PM (11/13/2009)
It amazes me how VW has an endless supply of money!!!!
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gerrrg 6:50PM (11/13/2009)
To the untrained eye, this structure may seem cool, but the design is lacking in congruent detailing, especially noticeable in the design of the storefront / curtain wall lines.
It is a hack design job done by stylist kids that have no ability to apply conceptual ideas to design.
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mk3 7:00PM (11/13/2009)
And who cares about "congruent detailing". It looks beautiful.
Hiimandy1 7:01PM (11/13/2009)
I see what you're saying, it looks like they had someone design the Audi half, then someone else tack on the Volkswagen half.
sparrk 4:54AM (11/14/2009)
that's exactly what i said when i saw my breakfast this morning , the eggs weren't congruent with the bacon , but then i tried it anyway and it tasted good.
maybe the Audi and VW buildings are supposed to look different...
ben 7:19PM (11/13/2009)
my dental school just opened a brand new state of the art clinical building about that size (except seven floors), and it cost just under 25M. a building with wall to wall medical technology, and it cost 1/5 the new audi building.. i hope they've got gold plated toilets in there, or something
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Aznauto 7:23PM (11/13/2009)
It is the location...
ben 7:58PM (11/13/2009)
only if the lot was 124M
Venom 9:08PM (11/13/2009)
Manhattan
efw 4:40AM (11/16/2009)
obviously its the location, stupid. how did you even get into dental school?
Venom 9:09PM (11/13/2009)
This is gorgeous.
If you buy a car from them can you also keep it and park it there? lol
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Neil 12:30AM (11/14/2009)
it is about time. the current audi location on manhattan's west side is pathetic and i have always thought so for my entire life driving into the city.
especially since bmw's massive building and showroom is not far away.
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2001 altima aka Jessica 1:23AM (11/14/2009)
Would this one be like the massive VW dealer in Germany with big elevators brining down cars for customers? It it is, im buying my next car from there just for the experience.
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sparrk 5:09AM (11/14/2009)
the Autostadt towers are great
http://www.youtube.com/watch?v=VWMidxXfMxc
Peter 4:10AM (11/14/2009)
Has anyone worked out yet how many Golfs they have to sell before they will see some return on their investment?
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Swede 8:03AM (11/14/2009)
VW is square
Audi is edgy
So it would appear.
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RLC 5:42PM (11/15/2009)
I hope most of the space in that facility is devoted to service bays.
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